L’impact des attributs de packaging des produits cosmétiques sur l’attitude d’achat des consommateurs en Algérie Etude de cas : La marque Nivea

Abstract

Various stimuli can trigger purchase intention. Packaging is a marketing stimulus that acts as an interface between the product and the consumer. Surprisingly, despite the growing interest in packaging, this topic has received little attention from researchers. In this study, we asked a series of questions about the role that the visual and informational aspects of packaging can play on the purchase intention of Algerian consumers, in particular on their beliefs, attitudes towards the product and the intention to buy. 'purchase. As well as the impact of individual consumer differences on this process such as the level of involvement with the product category, brand awareness, age and gender of individuals are the basis of our research. This study aims to know the impact of packaging and its attributes on the purchase intention of Algerian consumers, we studied its effect on cosmetic products of the Nivea brand, we used the questionnaire as a tool for collecting data. information and SPSS version 26 software was used for the statistical analysis of the study